The Lead Generation Handbook - Hardcover

Goldberg, Bernard A.

9781879644021: The Lead Generation Handbook

Hardcover

ISBN 10: 1879644029 ISBN 13: 9781879644021

Publisher: Direct Marketing Pub, 1992

A complete book about all aspects of Lead Generation. Over 840 pages, 16 chapters; The Changing Business Marketing; Lead Generation; Planning Lead Programs; Measuring Lead Generation; Generating Leads; Creating Offers; Direct Mail; TelephoneSelling; Seminar Selling; Trade Shows; Customer Lead Generation; Building a Management Database; The Lead Planning Model; Sales Compensation; Creating a Unique Selling Proposition. The perfect book for anyone involved in generating sales leads.

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About the Author:

Bernie Goldberg has over 25 years of experience working with small and large companies. After ten years with IBM, his entrepreneurial spirit fostered a telemarketing company and another publishing and consulting business. Because of his prior sales background he has unusual empathy and understanding for field sales.

Bernie is a frequent speaker at direct marketing and telemarketing meetings and has written numerous articles on both subjects. He has also served as Vice Chairman and Programming Chairman of the Business-to-Business Council of the Direct Marketing Association (DMA). He has taught in-depth seminars for numerous audiences and virtually every local direct marketing group in the country.

Bernie authored the complete manuals, How to Manage and Execute Telephone Selling and The Lead Generation Handbook; he also co-authored with Tracy Emerick, Business-to-Business Direct Marketing and publishes a bi-monthly newsletter, The Business Marketing Note Pad.

Review:

No marketing effort promises more and delivers less than Lead Generation. How do you avoid the most common mistakes and ensure success? What are the formulas for success? How can you get the sales force involved?

The Lead Generation Handbook answers these tough questions and much, much more. Every aspect of lead generation is covered with timely examples and case histories that can be applied immediately.

The Planning Model provides an immediate tool that anyone can use to evaluate current lead efforts and plan future programs.

Bernie has real-life experience and has suffered through virtually every mistake making the Handbook an absolute must for anyone involved in lead programs. It isn't just another reference book but it is instead a recipe book for success. -- Publisher Comments

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